Microsoft moves to next level with new console

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Robbie Bach's door proclaims him as the "Xboss" - the man
leading Microsoft's push to dominate the games business.

As a relative newcomer to the gaming industry, Bach should have
no right to be so confident, but within minutes he is boldly
proclaiming that Microsoft will take the crown from Sony with its
forthcoming Xbox 360 console.

Bach believes Xbox 360 is as powerful as PlayStation 3 and can
turn around the financial fortunes of the Xbox division, which has
lost more than $2 billion.

"We plan to be a leader this generation, not just in
performance, but also in sales," Bach declares from his Washington
office.

"We are set up to jump to the next level, taking games from 3-D
to an amazing high-definition world, with everything connected and
customisable. We want to change the way people think about
fun."

Microsoft released Xbox in 2001. "We'd never done a console game
or a piece of hardware that complex," says Bach. "Now we have 20
million consoles sold and Xbox Live also has over 1½ million
customers."

Xbox 360 will provide more immersive, richer and customisable
titles for core gamers, but Bach also wants to appeal to
non-gamers.

"For the casual audience, the real challenge is that there are
not enough games made for them and they are too hard," he says. "We
want games that adapt and are approachable for everyone."

About 160 titles are in development for 360.

"You're going to see both the traditional franchises as well as
a lot of new and innovative concepts, both in terms of game genres
and even concepts within games, like spectator modes."

Despite its power and multimedia flexibility, Microsoft does not
see Xbox 360 replacing the PC.

"Xbox is focused on being an entertainment amplifier," Bach
says. "It's first and foremost an awesome games machine, but it
will also enable you to access the digital assets on your PC and
bring them to your TV."